{"id":707,"date":"2011-02-25T09:05:42","date_gmt":"2011-02-25T16:05:42","guid":{"rendered":"http:\/\/deansmailing.com\/rationalmarketing\/?p=707"},"modified":"2011-02-25T09:05:42","modified_gmt":"2011-02-25T16:05:42","slug":"repetitive-sounds-in-brand-names-affect-moods","status":"publish","type":"post","link":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/2011\/02\/repetitive-sounds-in-brand-names-affect-moods\/","title":{"rendered":"Repetitive Sounds in Brand Names Affect Moods"},"content":{"rendered":"<p>The <a href=\"http:\/\/links.mkt3142.com\/servlet\/MailView?ms=ODIxMDA3S0&amp;r=Mzc4OTgzNDk2S0&amp;j=MjQ0OTY2OTYS1&amp;mt=1&amp;rt=0\" target=\"_blank\">Harvard Business Review\u2019s Daily Stat<\/a> summarized some findings from a Journal of Marketing article titled, the <a href=\"http:\/\/www.marketingpower.com\/AboutAMA\/Pages\/AMA%20Publications\/AMA%20Journals\/Journal%20of%20Marketing\/TOCs\/SUM_2010.4\/The_Sound_of_Brands.aspx\" target=\"_blank\">Sound of Brands<\/a>.<\/p>\n<p>A restaurant name containing repetitive sounds puts patrons into a good mood, and they are thus more likely to order chocolate cake for dessert than fruit salad. But the effect vanishes if the name represents too great a departure from linguistic norms: <strong>80%<\/strong> of participants ordered cake when they were asked to imagine they were in a restaurant called Rantifanti, compared with just <strong>30%<\/strong> for Ranthfanth.<\/p>\n<p>The sound of brand names can affect product evaluations. For example, names such as Coca-Cola, Hubba Bubba, Tutti Frutti, Jelly Belly, Kit Kat, Bits &amp; Bites, Lululemon, and Tostitos might elicit positive feelings, especially when the names are spoken aloud.<\/p>\n<p>Exposure to a brand name that has sound repetition in its phonetic structure and is spoken aloud produces positive affect, which favorably affects consumers\u2019 brand evaluations, reactions to cross-selling, and product choice.<\/p>\n<p>We hope you remember this as you work on your next naming and branding project.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Harvard Business Review\u2019s Daily Stat summarized some findings from a Journal of Marketing article titled, the Sound of Brands. A restaurant name containing repetitive sounds puts patrons into a good mood, and they are thus more likely to order chocolate cake for dessert than fruit salad. But the effect vanishes if the name represents [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,33],"tags":[60,49],"class_list":["post-707","post","type-post","status-publish","format-standard","hentry","category-advertising","category-marketing-strategy","tag-advertising","tag-creative"],"_links":{"self":[{"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/posts\/707","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/comments?post=707"}],"version-history":[{"count":1,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/posts\/707\/revisions"}],"predecessor-version":[{"id":709,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/posts\/707\/revisions\/709"}],"wp:attachment":[{"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/media?parent=707"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/categories?post=707"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deansmailing.com\/rationalmarketing\/index.php\/wp-json\/wp\/v2\/tags?post=707"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}